Product Placement Essay -- essays research papers

IntroductionProduct view can be considered a new market tool when associated within motion pictures and television. It can result in a more positive brand attitude when the produce is associated with a character or group of characters that are preserved to be positive in the eyes of their audience. It is the intention of this study to look at the effects of harvest-tide placement and its use in combination with advertising and their effects on the target audience. This literature review is an attempt to view both sides of the controversial issue.Problem tiltThe problem of this study is the effect of harvest-festival placement, used as a marketing tool, in motion pictures, television, literature, Internet, and in games, and the effect that it has on particular product consumers. Summary of ArticlesShinan Govani is a Toronto-based freelance writer whose work has appeared in George magazine. She was summarized in saying that products dont tarnish a movie sometimes they enhance i t. She justifies this by saying these products give movies an indelible imprint of realism. In real life, we eat, drink, wear, and drive brand name products. Its part of our typography. (Govani, 1999) She went on to comment, Some may disparage this product treasure-hunt mentality, but its something nearly all of us respond to. Even during the Clinton-Lewinsky saga - the years most popular movie, according to Neal Gabler, author of "Life The Movie" - we chuckled at mention of Monicas blue(a) Gap dress or at Clinton taking a swig from a Diet Coke can during his grand jury testimony. (Govani, 1999) Was this planned, was this product placement no its real life.David Bauder account on the controversy and was quoted in saying, The new technology isnt likely to replace regular commercials, he also reported that when it comes to television, its starting to get harder to tell when the ads end and the show begins. (Bauder, 1999) Bauder interviewed several experts and officials in th e industry such as Robert Thompson, director of the Center for the Study of Popular idiot box at Syracuse University, who said, "There is certainly a sense that the bleeding of the commercials into the programs is getting more extreme than it ever has been. For many years, networks took pains to avoid product placement. The results often looked awkward Actors would drink from a... ...p//www.businessweek.com/datedtoc /1998/ 980622.htm.Buss, Dale (1998, June 22). You Ought to be in Pictures. Business Week On-line. Retrieved on October 8, 2001, from http//www.businessweek.com/datedtoc /1998/ 980622.htm.Hellen, Nicholas and Nuki, Paul(1999, April 25). Product Placement and politics of advertising. Retrieved from http//www.bilderberg.org/product.htm Rothenberg, Randall (2001). Marketings borders blurred by product placement revival. Advertising Age, 72, 24.Sellers, Dennis (1999, November 4). Faous People GQ, Stanley Mouse, and product placement. MacCentral On-line. Retrieved from h ttp//maccentral.macworld.com/news/9911/04.famous.shtmlWeaver, D.T., & Oliver, M.B. (2000, June). Television programs and advertising Measuring the effects of product placement within Seinfeld. write up presented to the Mass Communications Division at the 50th annual conference of the International Communication Association (ICA), Acapulco, Mexico.Weinberg, Larry. Product Placement. Retrieved from      http//www.geocities.com/weinbergreport/brandinglarry.htmWells, Melanie (2001, October 29). Who Really Needs Madison route? Forbes 131.